The Higher Ed Marketer
The Higher Ed Marketer

Episode · 1 year ago

Video Messages for Engagement w/ Gen Z Students & Families

ABOUT THIS EPISODE

We all have an internet connection with several high quality cameras within arm’s reach. The only thing keeping us from sending video communications is our human vulnerability.

Sending a personalized video message is a way to become more human and more real to the people we are trying to impact and serve. It creates a human-to-human connection far faster and stronger than the substandard, emotionally impoverished communication channels we’ve been relying on in higher ed.

In this episode, we speak with Ethan Beute , Chief Evangelist at BombBomb , about how higher ed can effectively use video to humanize and better engage with its target audiences.

Ethan chats with us about:

The philosophy behind why video communication strengthens human connection

Creating personalized videos and evergreen videos for broader audiences

Opportunities in higher ed to incorporate video messages

How video messages can bring tears to people’s eyes

Check out this related episode:

Episode 5 w/ Kristi Lafree at Butler 

To hear more interviews like this one, subscribe to Higher Ed Marketer on Apple Podcasts , Spotify , or your preferred podcast platform. 

Listening on a desktop & can’t see the links? Just search for Higher Ed Marketer in your favorite podcast player.

You were listening to the Higher Ed Marketer, a podcast geared towards marketing professionals in higher education. This show will tackle all sorts of questions related to student recruitment, don't a relations, marketing, trends, new technologies and so much more. If you are looking for conversations centered around where the industry is going, this podcast is for you. Let's get into the show. Welcome to the high it marketing podcast. My name is Troye Singer, along with my cohost, Bart Taylor, where every week we interview high red marketers that we admire for the benefit and hopefully the better mid of the higher rate community. This week we are interviewing someone that both Bart and I are friends with, fans of and customers of. It's Ethan Butte. He is with a company called bombomb. Bart, what can you say about bombomb? Well, I have been a customer of bomb for three years and probably a fanboy of bombomb since then. I had someone send me a video that came in my email box one time and it was just a little animated thumbnail and they had their name, my name, written on a notepad encouraging me to watch the video, and I just blew me away that somebody took the time to actually record a personal video for me and and that was the way they were communicating with me. And so I looked it up immediately and realize the bombomb was a tool that was very easy to to use and it was very affordable. So I signed up for it that day and I'm, as I've learned from Ethan, I'm coming up on a thousand videos. But before you kind of tune out and think, oh, this is just a piece of you know, a podcast about a product or about a service, while while bomb bomb is software as a service and it it's a very powerful tool that I think a lot of schools could use. And but I think that what is really important is that what what Ethan talks about is a lot more about how we as market can humanize and just lean into the natural tendencies that we have for for really being able to communicate well through all the means that we have, facial you know, just the way that we carry ourselves, and video does that much better than than an email does. And so make sure that you listen to the podcast and Ethan really goes through and talks about the importance of rehumanizing things and kind of moving beyond the technology and using our humanness in the way that we communicate in market. And I think that, I think we're all would agree that everybody talks about boy, if I can get the family on campus, we can, we can really make sure that they come will. This is a way to kind of, you know, do that same familiarity, that same trust level in a way that's that's very similar to that. And if you're if you know Ethan from the Internet, he is very engaging, he's very passionate about communicating in a very human way and he communicates in a way that you not only listen to but you feel, and I think if you listen to this interview and it's entirety, you'll know exactly what I mean. So here's Ethan B of Bomba. Hello Troy, Hello Bart thank you so much for having me privilege to be here and I'm excited for the conversation. It is our pleasure. And before we get into what bombomb is, could you tell us a little bit about yourself? I am a parent who is now sending a kid to his first year of College, so I've listened to a couple of your episodes and I can really relate to the process that we went through between parent and student, the way we came together on the experience where a diverge and all of that. So that's been a fun, exciting thing in our life over the past couple of years as we've prepared for what I think is the most bittersweet moment in my life personally. Truly both sides of that and we're excited for me is headed your way Bart to Butler University and in Garnapolis, and I have been here at bombomb for a decade. If you're curious about my title, I'm essentially a an learner, practitioner, educator of the philosophy and practice of being more personal and human and...

...your digital communication. It's something that I've evolved into by being the first only marketer for a couple of years here. Prior to that, I built a career in local television. So I ran marketing teams inside like your local ABC, NBC or Fox affiliate. I did that in grand rapids, Michigan, in Chicago and out here in Colorado Springs where I am now. Thank you, Ethan, and you kind of tease this a little bit about bombom but go ahead and tell everyone what bom bomb is and what bombomb does. Every single day, you're in trusting your most important and valuable messages to a form of communication that doesn't differentiate you and your school, doesn't build trust and rapport quite as well as you do in person and, frankly, just at a very fundamental level, doesn't communicate nearly as well as you do when you just look someone in the eye and talk to them. And so when we think about all of the faceless, typed out text that we're relying on every day to get our job done, it immediately becomes clear that there are moments throughout your day and throughout your week, whether you're communicating with a team member, a potential team member, a parent, a student, anyone in your network who you rely on to be successful, that there are moments throughout your day and throughout your week we're using a video instead of what would otherwise be two or three or four paragraphs of text. Is going to save you time, it's going to be more meaningful to the other person, it's going to explain it more clearly, and so we've created a set of tools to make it easy to record and send videos almost as easy as it is just to go to the keyboard, in a lot of cases easier and faster than it is to go to the keyboard. And so you can record and send these lightweight video messages in Gmail and outlook and sales force, from Google Chrome, with our android and iphone APPs and a variety of other locations. And again the ideas it's a little more personal, it's a little more human, it's a little more complete. We track the results, so you know who's opening your emails and playing your videos and how much they're watchings. You know kind of when to follow up in that type of thing. You can also send nasty emails as well, but where I think most people find the most value on the receiving end and on the sending end. Isn't that truly personal moment for one person or two people? Are Three people? Thank you, Ethan, and that was very well said and well captured. I must say in full disclosure, both Bart and I are users and probably volunteer evangelist of bomb bomb and one of the reasons why we wanted to have you on and share with our listeners. And Bar I'm sure you agree, that bombomb is an essential part of both of our communication throughout the day. Yeah, that's that's exactly right. I've been a fan boy of bombomb for, I think, Gith in, you and I figured out about three years the other day when we were doing a pre interview. And so, as Ethan pointed out, I'm coming up on a thousand videos, which I'm excited about. So I think as we kind of get into the conversation eathing, I kind of want to just you know, you talked a little bit about it, but let's kind of tease it out a little bit more about this overall benefit that video provides in communications. I mean, you know, we've got a we've got the idea that, okay, you know, all these students and perspective, students, whether they're traditional or adult, or even parents. To degree. I think that you kind of have made a point about how video can represent ourselves and ultimately our school in a different way. Tell us a little bit more about that and how. What's your philosophy behind that? Yeah, I mean, when we look at let's just focus exclusively on digital, virtual and online communication, if we are, if for honest with ourselves and we look at that hierarchy actual let's take it all the way wide. When we look at the hierarchy of all the ways we connect and communicate with people, I think we'll all agree that in person is best. If we could sit down across the table from somebody or side by side with somebody, that is where we connect and communicate best. That's because humans have been doing that for Millennia. Were optimized for that. There's so much expression and meaning and intent and motivation and sincere that's express through our faces naturally. We don't even have to try to do it, and other people naturally read that from us automatically, without even trying to do it. Human facial expression of emotion is both universal and...

...anate. It's universal and that we all do it the same way, and this is there's a lot of research on this. We included some of it in our first book, that across societies, across cultures, across time, we all express our emotions the same way through our faces. In addition, it's a nate. We all do it the same way from birth. So you know that we rely on some some research that talks about the way that babies respond to their parents faces and what parts of their brain are active. They're like higher levels of the brain that aren't typically activated for any other purpose until much later in their development. And so we know that in terms of communication, faces matter a lot. And yet when you look at so much of what we do, it's faceless, especially digitally and virtually, but in other ways as well. And so one simple way to think about this is will go to the handwritten note. Both of both a personal video and handwritten note are wonderful things to do. Every single one of us. If you're listening to this podcast or if you're us and you get to guess or host on this podcast, you are in a privileged situation. You should be appreciative of that opportunity every single day. And none of us does this alone. And so every one of us, every day has at least a couple people that we could reach out to an express some token of gratitude for something they've done recently or just for what they who they are, or for what they did for us years ago, because we remember the story in the moment and the feeling that we had. So let's all accept that. And so we could handwrite that, and that's a nice thing to do, or we could send a personal video. Both of them do the same thing in this way. They both communicate the message. They both have some of our personality in terms of in the written note, it's in our handwriting. It's unique, but are you and I could write the exact same words on a piece of paper and it would feel different reading it off the paper. So that's cool too. The simple fact when someone receives that they say, Oh Gosh, you did this just for me. So there's no mistaking the time and attention you devoted to that person. And so much of that gratitude is simply in the act, not even just in the words, but when you do it in a video and you do it with your face and your voice and your body and your whole self, there's something. I don't mean to sound to like Woooo or soft on this, but there's something about breathing the words into real life if, even though it's going to be given to the other person in a digital format, there's something about communicating this with your whole self that is even more fulfilling for you and cannot be mistaken on the other end. So that's all a long way around the idea that, no matter what you're trying to communicate, whether it's excitement, joy, concern. You're lighting a fire under somebody because they need to get moving on something. It's corrective behavior or corrective action that you're trying to drive as a manager or a parent or a leader, all of these things. There's so much subtlety and nuance that's lost when we rely, when we restrict ourselves to the forms of communication that around. So we all have an Internet connection, we all have high quality cameras attached to them, whether it's our phone or laptop or our tablet. There is no reason, except human vulnerability, which we might get into, that we're that we're not setting more videos more often in place of substandard, emotionally impoverished communication channels. That's great. I really appreciate that and I think that I think that's so true. And one thing I wanted to just kind of point out to our audience is the fact that, I mean every school I've ever talked to, the I would say, well, if we can get the family on campus, we can sell them. Well, the whole point to your point is that it's that fact that they are able to communicate in the way that we're designed to communicate. Would you agree? Yes, every salesperson says that to we have. We have, by the way. We have all kinds of customers, about seventyzero customers all over the world, mostly in the United States and Canada, but they come from all backgrounds, including a lot of folks that are in universities and schools actually at all levels, and a lot of a lot of them are are really traditional sales people as well in a variety of industries. And it's like, if I could only get in front of them, if I could only get in the room right, if I could only get the meeting, and this is this can...

...be the meeting before the meeting. This can accelerate the warmth and the depth that you're at the minute the meeting starts, whether it's an in person or virtual meeting. We hear that all the time. To people feel like they know me before they meet me. It's a great way to follow up after the meeting. It's you in person, recorded at your convenience and people experience you in person at their convenience, and so, yeah, there's a lot there and I do agree with what you said. Yeah, and I and I think you just touched on something there, that it builds a sense of familiarity. I mean that that and I know you've got all kind of a philosophy around that. Just you know, and I'm guessing that that familiarity. You've talked a lot about it already. So I don't want to kind of keep keep beating that that drum, but the idea that we are known more so than what we produce. So I mean the idea that we're just writing an email or just writing something, you know, a piece of digital content. It's that familiarity, whether it's the familiarity of a hand in the handwritten note like you mentioned before, or the choice of words or even, to the point, of a video. I think that's so, so cool that you can do that. So I guess there's different ways of using video and I've learned a lot in my three years of, you know, watching and learning myself, but also kind of getting some good tips and tricks from from the folks of bombomb and and seeing that there's a lot of different ways of using videos. So maybe tell us little bit about that, because, I mean you mentioned earlier that you know, it's certainly a personal way that can be done sometimes quicker than typing, but then it's also maybe there's an evergreen perspective of it too, for kind of a larger sense. So tell us a bit about that. Sure, and first and thank you for that question, because I want it reminds me to step back for a moment so that people are perfectly clear, because all three of us are perfectly clear. Make sure the listeners are too. We're not talking about that. Not necessarily. You can take these videos and put them in Bombman send them out to we're not talking about lights and scripts and editing and drones and green screens and production. We're not talking about videos for your home page or videos to like, load up your instagram or feed or your youtube channel or anything. Any of those videos are appropriate to add to this channel of email or direct messaging, social messaging. You can do that too, but what we're primarily talking about is casual, conversational Webcam or smartphone videos. Again, the point of comparison isn't a television commercial or a film trailer. It's a is this better that what would otherwise be two or three paragraphs of text? So yeah, so a lot of what I do, I mean you don't. You don't get to a thousand videos barred as you are on the door, doorstep of if you haven't crossed into that door already or twelve thousand videos plus like I've sent, unless you're sending truly personal videos, and that is a super powerful way to do it. And so as you're getting potential student sudents and families really close to that process, you're in this there in the selection phase and you're up against one or two or three other opportunities and you really want to win that out. That's a great spot to be truly personal with those folks. You might even find some of those spots further upstream of that moment as well. And the earlier you can do it the better. But there's this balance between efficiency and effectiveness that we all wrestle with every single day. You know, the most the best thing we could do all the time would be truly personal and all of our touches all the time. We just can't do that. It's not practical. So to your question, you can record a video once in bombomb or upload video and to bombomb or any other platform. By the way, we have a number of competitors, and use that video over and over and over again. For example, frequently ask questions Great Foundation for any marketing Great Foundation for a blog series, great foundation for some of your core web pages, great foundation for a video series, great foundation for a an evergreen video that you record once it's in your bombomb account, or maybe it's tied to a sequence of emails. It's going to go out once that sequence gets triggered, and it's based on questions that in most parents have at this moment in their relationship with you, or that most potential students have at this moment in their relationship with you, or even new team numbers on your team. How are you on boarding them? You could use recorded videos,...

...casual ones, to help answer their cray now that you're at this point in a relationship with us, you might be wondering this, that and the other thing, perfectly common questions. I want to address two of those right here in this video, right right. And so don't restrict your mindset about video to again, like a produced video that requires a lot of time and a lot of budgets. Simple videos or obviously standard now on all the social networks, especially with lives and things, that don't have a lot of production, even though some of the software allows you to put up titles and graphics and transition between things. That's all fine too, but this simple style, if you are serving somebody, if you're answering their question, if you're meeting their need, if you're expressing your gratitude, if you're getting ahead of a problem, if you're doing any of these things in the spirit of service, production values don't matter. The key thing is that can they hear you and can they see you? If they can hear you clearly in your microphones not cutting out, and if they can see you you're basically well lit, then it's good enough because it's all about that human, human to human connection when we're talking about this style of video. Yeah, and I have found, you know, a tip that has been so valuable for me as just the idea of because the way bomb records when it when it does, it's magic. It puts an animated gift the first five seconds into the email itself and then you click on that to go to a landing page that you watch the video. But what I have found is that if I do a tip like write somebody's name down on a piece of paper or, you know, show it on a phone or something, you know that helps them get the attention in that first five second animated gift that Oh, they made that for me, you know, and it goes back to what you said earlier, especially if you're using the videos. They made that for me. And just a funny side note, today I had somebody I use bombomb often when I have a request for information or somebody downloads an Ebook, and many times people will not give their real name when they when they do that, they'll put their email address but not their real name. So today I received a request from John Cena and so you know, rather than yeah, and so I thought, you know, how am I going to get this person's up tension through this personal video that I want to send them and tell them here's some additional resources. So I actually just found a picture of John Cina on my phone and just held it up as I was recording the first five seconds, and so it was a funny way to get their attention. Yeah, but I think that that's that's the point is that we're really trying to build that familiarity. They could know in the first five seconds that I had a sense of humor and that I wasn't trying to make a hard sell with them, and so I think that's so important and I think that, like you said, the familiarity, the different ways of using the video. It's really the fact, and what we're learning in a lot of our different ways of communicating is that people want to be known and they and they they want others to know them, especially, you know, the generation Z that we're doing for traditional Undergrad and I know in our pre interview, Ethan, you were talking a little bit about your son's journey into higher education and how he actually leveraged Bom bomb in the way that he was communicating with the school. Yeah, we sent, you know, I side by side with the MONICAS. He's still warming up to the idea, but we definitely sent a couple of personal videos in response to things and it's you know, there's both sides to this, you know, at some level, especially for selective programs, you know you want to put your best face forward, you know, and it likewise the school wants to do the same for the parents and the potential students. But you know, I know that for him and for anyone who works with young people, this is a valuable skill that will become increasingly valuable as we move forward into the future, and I'll tell you what. The skills are highly, highly transferable. I had never done a Webinar, I'd never done a stage presentation and never done any of this stuff, but that I that I was called to do it in the context of my work as I was learning to beet comfortable speaking extemporaneously into a camera when there's no one in this case you guys are on my screen at least, but you know, often times you're doing it in an in an office by yourself and it can be an interesting, awkward, challenging thing. But I'll tell you what, when you get comfortable doing it a you're stronger in a life presence in a meeting with your...

...peers or with potential customers or anybody else. You are more comfortable in speaking in any scenario, whether it's a public speaking in an intimate group or a large group, on a Webinar, etc. Like. These are very, very valuable life skills and what it's really about is being comfortable in your own skin and being confident in who you are, being confident in the message that you're carrying until you practice it. That's a cool thing about this. It's a lightweight, easy practice for these things that are so valuable through about your life. I would also say as you get into the process of Gosh, how can I make sure people are going to play these videos? But you were talking about some of the things that you do to show in that little animated preview that this video is for them or about them or relevant to them. Even that process, that mindset process of what's in it for the other person. Why would she play this video? Why would he play this video? Why would they open this email? The more we do that on a repetitive basis, the stronger we get about a being more human centric in our approach to all the work that we do, but then be into getting more and more effective with this specific practice. And so there's just layers and layers of benefits to making this part of how you operate. Those, by the way, the benefits are also part of what makes it challenging. Again, most people fear judgment and rejection. This is a very deep human thing. If you were judged and rejected a thousand years ago, you would die on the beach or in the desert or on the mountain side or alongside the forest, wherever you and your tribe existed at the time. You would die there if the group rejected you, and that's still with us today. And so people. That's why I say comfortable in your own body, comfortable in your own skin, confident in your message, confident in at least in your sincerity. Right, all of us are selling all the time. I think most of us, hopefully, are in rolls where we are proud of the work that we do, we're proud of our organization. We love our customers, who, whatever that looks like. We love our clients. We obviously need and want and more of them were coming in a spirit of sincerity and service. If these things, if anything I just said is true of you and the work that you do at the university that you're in, there's nothing better that you could do then put this on camera for people, because there's no faking these things. There's no better way to capture it except for being in the same room with people, which again doesn't really scale the same way sitting down and reporting ten videos and a half an hour does. Try. I know you have some other thoughts. Yeah, I think that Ethan is gone an excellent job of building the value and the reason why we should consider using video in our outreach. But if we could talk about how we would really relate to higher ed specifically and maybe in the enrollment process. I'm not sure, Ethan, if you have experience or any ideas of how this can be incorporated by admissions or enrollment as they are going out and trying to attract students to come to their school. Right. So I know that both of you do excellent work and helping people do multi channel, or I don't know if you call Omni Channel. Now that's pretty popular campaigns and and and collect and manage data effectively. And so what I would challenge people to do is to think about where are the moments of friction, where are the moments of confusion? When you look at kind of the cascading conversion rates from you know we're going to start with this list of Fiftyzero and xpercent are going to take the next step, ry per cent are going to take the next step, Z percenter going to take the next step. It's you look at all of the steps along the process, you can certainly find moments where there's some fall off or there's some confusion, there's some degree of friction. These are all great spots to add video and it could be an evergreen video, as we already described, especially the farther up you are in the more just the sheer volume alone just isn't practical to send tenzero personal videos to that twenty percent that responded...

...to that, you know, to that broad based campaign. However, you might also know through data that some slice of that, I'm just going to get stick with this number, tenzero. That's some thin slice of that. Tenzero is highly, highly desirable because yes, yes, five out of five, four out of five, yes, no, no, like you, whatever list you build is like, is this, is this a matches as some matches, whatever your ideal customer is, ideal student is, you might find that even at that level that they're there's some ways to get at it where you might actually get personal. They're certainly, as you move forward, as people raise their hand in and opt into meetings and virtual events and webinars and some of this and that kind of now you're curating it closer and closer and they're demonstrating with their behavior more and more interest. Certainly, event confirmations, virtual event or in person event confirmations great for an evergreen or even a truly personal video. The follow up afterward, especially again if you know that they've they've jumped through all these hurdles and they attended this live event and they fit three of our ideal student profile markers. Follow up after that, Webinar. If someone asks really smart questions or volunteers and becomes an example in this live event, that sort of benefit to you and the you know, sixty or eighty or six hundred or eight hundred other families on the call certainly acknowledge that appreciate that. The kinds of people that are stepping forward with their behavior, stepping forward with confidence, stepping forward in a way that's helpful to other people. These are the kinds of moments where like, okay, I've got and what I do, by the way, I don't do this work directly, but I keep a list and it's a I keep it on a notepad. It's with me next to me all the time. I do I write down a number of things, but when I hear a team members name, where when I a customers comes to mind, or I see a customer on social or so or a team member like I just write people's names down and you might do the same thing and whatever context it is, or you write reports in your crm, that that checks all these boxes, fits these criteria. Yes, no, yes, no, five out of five, four out of five, whatever, like things I said before, and that's this is curated, filtered list. Knock through those, you know, like create opportunities for yourself and then time block fifteen or thirty minutes and just send personal videos. I promise, when you pick these spots where you want to increase that rate of people moving to the next step, where you want to honor people who have jumped through some of those hurdles, jumped over some of those hurdles, that that it will be a very rewarding experience for you and your results and for the people that are now becoming members of your community for the long term. I love that. I love the idea of being proactive because I think that sometimes I witness in a lot of admissions offices, and granted there are younger professionals that are that are typically your admissions counselors there one or two years out of school and many times they're they're maybe need a little bit more training, but being proactive rather than just saying, okay, I'm supposed to send this call or I'm supposed to do this today really kind of thinking through that. I think is a really wise thing that you've said. They're either, and I've seen that some of the schools that I have been working with that are that are using bombomb and tools like it. I think those are the ones that are finding the most success of the ones that are actually using it in a proactive way. And matter of fact, one of the one of the schools we work with, they did an evergreen video and during during commencement, they actually filmed the presidents. He was walking the path into commencement and he simply said, you know, hello, I'm, you know, so and so from such and such school and we're walking into our seventy five anniversary commencement and I'd love to see you here in four years, you know. And they use that at that evergreen video in their in their outreach campaign the next year. And so I think there's a lot of very creative ways to do it. I've encouraged some schools to know, you have your admissions counselors do it and if and if you write those names down of this...

...certain kinds of people, maybe one of the professors that they've met sends a bombom video or maybe the president sends of bombomb video, depending on the size of your school. So there's a lot of ways. I mean especially if you're if you're a parent, and all the sudden it's like wow, the president of the school sent a video to my to my son or daughter. I would I would stop and take notice of that. So I think there's a lot of ways that bomb can really be used. Well, for for enrollment. One quick note there for you. It reminds me I listen to the episode with Christy La free of Butler and you all were talking with her about sending Butler blue, their live mask out of one bulldog, out to present admissions letters, to acceptance letters to students. We've seen, I'm thinking of a case study in particular that we did with a very large university and it was their law school in particular, but a number of their programs use it and they're sending up personal videos as acceptance letters, and these are things you can't quantify. Know we're talking about numbers before and increasing the conversion rates and that all adds up and it's super important, but the nature of the replies that they get, Oh my gosh, this is so wonderful. Like especially if you're in a competitive situation. This idea of accepting students into a program and a truly personal way. I mean, of course, that you haven't closed the deal yet. At that point. You've just said that doors open to you. Would you please come through it? I also love this idea that you shared of Hey, I would love to see you here in this room and in four years from now. How kind of a thing. But there's so many spots to do. And you use the word creative and I know that that can be intimidating to people these creative just means novel and useful, something you're not doing now and most people aren't doing now. That's useful. That's the definition of creative. I think a lot of people here creative. They're like, Oh, I need to make creative time and go off and a you know, to a special place, and come back with a bunch of creative ideas. Like all these things are right in front of us and it's just all about what would make people feel happier, what would make people feel more secure, what would make people feel more confident, what would make people feel better about themselves? About me personally, about this university, about this opportunity, etc. And you'll start to see moments to be more human all along the way. That's great, and I know we've been talking a lot about enrollment, but it just got me thinking. I mean, this is certainly being human for alumni advancement. I mean if I'm going to go ask somebody for money or something like that, a gift to the school, I mean this could be very effective for that as well. We have so many consider again, I don't like to talk about in these terms of probably most people don't, but that is he sales job too. We're selling all the time and all of our roles so we're honest without ourselves. But absolutely we have a number among our customers are a number of nonprofits and other organizations that that, you know, some share of their revenue is contribution from the community that they've built, in this case is the alumni community and other supporting people. And certainly, again when we talk about the balance of efficiency and effectiveness, you know they're sending evergreen videos to people at certain levels, but truly personal videos to get in front of proactively or to think people in response or reaction to gifts over x, whatever x is for you, where there's a manageable threshold you need to trigger an alert that says this now goes on somebody's list, to send a truly personal thank you video. Sometimes I'm thinking of a food bank that I'm on the board of directors with, and sometimes they'll even team up. The CEO always does it, but sometimes she'll do it with other people too, and it's just this like again, gift of time and attention these two or three people took, even if it's twenty seconds out of their day, that's no match for the Fifteenzero dollars that just came into the Food Bank on a, you know, comparison basis, but it means that much to that other person. They're already bought in on the cause. But it just cements that and leaves an emotional resonance that can't be created any other way. Yeah, I love that and I love the idea that, you know, even even for a school, you can have the president and a student sit down and maybe knock out, yes, knock...

...out ten of those in an hour. And just how powerful would that bet to not only have the president thanking them but also the student? Their lives are going to be impacted or represented students in that. So that's that's really great. And I remember something about tears that we had talked about in that and maybe you've just reference that. The idea that that you know that brings tears to some people's eyes. Absolutely. I mean I can't tell you how many times I've received and I've heard stories of our custom Lookin I've been here for a decade. In the beginning we had so few customers that I knew most of them personally because I was sending them videos. They're sending me videos back and I've continued to do that over the years. I've personal relationships with hundreds of our customers and I've heard a lot of stories by video and sometimes, of unfortunate enough, in person. It's always fun to meet someone in person they've been communicating with and video, because it's just like I know you. You know, it's really warm, awesome one of like I can't wait to meet both of you guys, because I know it will happen one day. At the guy though, these guys, and so you know, this totally made my day. I absolutely needed to hear that. Thank you so much. This means the world to me. Again and when I think I'm thinking that that that law school. This brought tears to my eyes, like posts on social where they're sharing the video and their reaction to it so that everyone else can experience it as well. Like just this goes back to what you said about Gen z. They want to be known. Every one of us wants to be known at like the choices that we make every day, how we dress ourselves, what you know, the way the glasses we chose for ourselves, for those of us that have to wear glasses, the cars we drive, the the way that we decorate our offics, all of this, everything is about I want to be seen and understood and felt an appreciated for the unique human being that I am. That's it. All of us are desperate for that acceptance, acknowledgement, Camaraderie, community sense of belonging. It is baked into us as a social species that is meant to be in relationship with one another. And so when you can touch someone in a sincere way at the right time, and this doesn't always have to be about something emotional, but this goes another thing that goes on my list. I see a friend post that, you know, she lost her grandfather. Goes on the list. Hey, you know, I never met him. Your post was beautiful. I know I liked I know I left to comment, but I just want to let you know that I'm thinking about you and you know, I don't know what value might be in this experience for you or your family, but just know that I'm thinking about you and I hope you have a great, great rest of your day, great rest of the week, despite the loss. Right, I wouldn't do that exactly, but something like that exactly exactly. That's that's the kind of thing that's like, oh my gosh, I totally needed to hear that. I know that's a little bit outside the bounds of admission and staying in touch with alumni, but it's not. These are real people with real lives and you're going to be part of it. They're going to be part of yours. They are these are the people that you're welcoming into your community to define the culture, to define the experience, to affect the experience in the lives of all the other people in the community. This is the kind of thing. I know it starts to feel unscalable when we start getting in this thing. This is how you and this is kind of a goofy word for it, but I mean this. This is where legacy comes from. It comes from the small acts that add up over time, and that is culture. That is how we do it around here. That is what that's our values and action. That is practicing what we preach. If we believe that we are that we are a place in our university or our business or our family or our community or whatever group that we're in in the moment, because we all belong to multiple groups all the time, if we believe that people are important, than this is something easy that we can do in the context of the way that we're communicating digitally, virtually and online. Thank you, Ethan. I think you've done an excellent job of demonstrating the value of bombomb improving your right to win, and...

I'm hoping that people that are listening to this will at least contact you or look into you or, you said, you have competitors. We're here because we like you, but we also believe in the video communication. But I also wanted to give you an opportunity because I think this is wonderful. The company Bombomb is doing a nonprofit initiative and I think for the right nonprofits, this could be a game changer. So if you could describe that to everyone? Yeah, absolutely. It came out of the onset of the pandemic. We have a lot of young parents and families here in bomb I'm about a hundred and fifty people, almost all of us in Colorado, springs, handful in Denver and then a handful more far flung and a lot of you know, we immediately empathiz guys with the teachers. Some of these some of these spouses and significant others and parents of our bombomb team members are teachers as well and we immediately thought, oh my gosh, they're being thrown into this challenging situation on the fly. We think we can help and so we immediately may bombomb available to teachers. And then we just decided to extend it to all nonprofits. And so if you go to bombombcom nonprofit partnership, and that's a lot of letters to type, but they're easy words to remember. Bombombcom nonprofit partnership, you can sign up for a free account. It's our it's a lightweight to account. It's our google chrome extension. Combined with our mobile APPS. It allow you to easily record and send videos from that chrome extension. You can take those videos and drop them into linkedin messages or drop them into emails, or drop them into facebook messages and a variety of other places. The Mobile APPS A lie you to record and send, obviously anywhere that you are, and we've seen it work for a number of nonprofits. It's consistent with who we are as a company. We don't have time to get into who we are and what our purposes in this experience that we're all in simultaneously here on earth. But you know, for us we want to rehumanize the planet and we want to do it by rehumanizing digital communication. It's one of the primary ways that we do it with the revenue that we generate. We do a lot of other things with the time and talent that is committed to us here inside the company. We do a lot of different things with that too, but through the product we can do it as well, and so we welcome nonprofit it's to sign up there at absolutely no cost and experience. What I say is the big difference that a simple video can make. That's wonderful. Everything that we've taled over the past forty minutes you've made available to nonprofits. And again, as we close, would like to give you an opportunity to let everyone know about your book and then how they can contact you if they would like to do so. Sure I welcome direct communication. I'm Ethan Etch N at Bombombcom, and of course that's just the word bomb twice, bombb bomb Bombcom, so it's just even a bombcom. You can find me on Linkedin and all the other social networks by first name, last name, Ethan viewed, and I am really excited about this new book that we've written. We've written one before Steve Passonellie, and I. Steve's a longtime team member and friend of mine. He's a customer before he became our chief marketing officer and we coauthor rehumanize your business a couple of years ago, and that's available. These are both at Bombombcom book, by the way. You can access both of them there. And this newer book we wrote called Human Centered Communication, and that we go wider than video, email and video messaging and we go deeper into human connection and we roped in almost a dozen of our expert friends, including a marketing futurists from sales force, one of the original team members and sales executive at hub spot and emotional intelligence expert who holds seven US patents in the analysis of facial coding data, just like really cool people that we've met along the way, all the help people be more personal and effective in all of these digital, virtual and online spaces that are increasingly noisy, increasingly polluted, increasingly controll by Algorithms. By the way, what...

...we see, when and how is increasingly dictated by machines. And so, in the face of all of that, how can we people who are operating in a spirit of service, who are doing more helping than we are necessarily selling, how can we break through that noise, build trust, generate engagement and ultimately build reputation, because that reputation, that familiarity, that being known and recognized, is going to be what's going to get us through all of the noise and pollution and give us the thumbs up in the green light to get through the door. As the machines cancreasingly control more doors of like should this get through? Should this get through? Should this get through? That no light trust, but in this increasingly noisy and pluted environment. So we tackle that from a variety of angles. It is loaded with practical information that I know. Whether you're giving presentations for your job, whether you're sending video messages, whether you're sending traditional emails or doing any of these other activities, we break all that down through our own expertise and through these folks that were kind enough to give us hours of their time to to be featured in the body of the books. That one's called Human Center communication. Both of them are at Bombcom book e thing. You give so much food the information few your books, your social media presence and through you work at bomb bomb. I know I have personally been impacted. So thank you and thank you on behalf of our guests. That is very kind of you to say and it's a privilege to do as you both know. You know it's a privilege to be of service. Thank you, Bart. Do you have any last slots? Yeah, I wanted to just and if it's not apparently obvious to everyone, and I think this is part of what I also want to say in the in the Intro, and for you people who've stuck around, we record the intro after we talked. But I think that one thing I want to just make sure that everybody understands is that we've been talking about, you know, a piece of technology. We've been talking about, you know, software as a service, bombombcom. I mean it's they sell a product called bombomb, but I think that I hope that you understand that it's not a technology as much as it is is a philosophy and an understanding of how we as humans work and better ways to communicate with one another. I think after a hundred years, a hundred, twenty years, of having a device like a telephone, we stop thinking of it like, oh, that's a piece of technology that allows me to connect with someone else using my voice. We don't think of it that way anymore. We think of it as a way for us to call somebody and get in touch with them, to check up with someone. It's we know, we understand the benefit now and we fail to see it sometimes as a as a piece of technology. I think that's what you need to really look at when we look at bombomb. It it is a piece of technology, but is it's a means to an end of a more human and more real to the people that we are trying to impact and help and serve. And so you know, Ethan was kind enough to say that you know there's so there's a lot of ways to do this, but I think I want everybody to walk away realizing that there are tools out there that will help us make a difference and differentiate ourselves from just another piece of digital noise. And I think that's what we want to do, is we want to be more human, and I really appreciate Ethan being on the show, as really well said. I appreciate it so much. You captured what I took forty minutes to say. I wouldn't I wouldn't say that it's been very valuable. So thank you, thank you so much. Yeah, thank you, guys. The hired market podcast is sponsored by Kaylor solutions and education, marketing and branding agency and by Think, patented a Marketing Execution Pretty and mainly provider of Higher Ed Solutions. On behalf of my cohost, sparked Taylor, I'm choice singer. Thank you for joining us. You've been listening to the Higher Ed Marketer. To ensure that you never miss an episode, subscribe to the show in your favorite podcast player if you're listening with apple podcasts. We'd love for you to leave a quick rating of the show. Simply tap the number of stars you think the podcast deserves. Until next time,.

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